Sep 2022 – Dec 2022 · 3 mos · Lahore, Punjab, Pakistan

Sep 2021 – Dec 2022 · 1 yr 3 mos · Lahore, Punjab, Pakistan · Hybrid

• Leading a high-performing team to create and implement strategic marketing initiatives across various marketing functions including performance marketing, events, social media marketing, email marketing, SEO, SEM, product marketing and partnerships (Transcure, DischargeHealth and ContentBazar).
• Drive user research to validate and experiment messaging/use cases to help alpha and beta product refinements.
• Collaborate with the marketing teams including field marketing, design and digital marketing to build comprehensive budget and plans for content, research, demand generation, PR, brand design and product education, across all major markets.
• Proactively guide the quarterly prioritization and development of mid-funnel content including case studies and white papers critical to building proof points for differentiation, leveraging your understanding of the ecosystem challenges/trends.
• Monitor and customize engagement within platforms by leveraging content (in-product messages, notifications, email alerts), analytics (for example:  Google Analytics, MixPanel, Google Search Console, Google Data Studio, Sendinblue and ahrefs.com) and other communication tools (PitchBox, Service desk, Chatbots, etc).
• Find and implement creative, unconventional and cost-efficient channels to build customer base and grow the business – this could involve growth loops in the product to shape the products to self-grow.
• Leading strategic recommendations for new business pitches and report, maintain and forecast all business metric results including customer growth, retention, recurring revenue, engagement etc.
• Monitor the marketplace/industry and analyze opportunities, providing competitive analysis, strategies and tactics.
• Work closely with the sales leadership in optimizing the sales process and monitoring the effectiveness of their efforts.
• Work on other projects as duly assigned by President, SVP and CEO.

Feb 2021 – Mar 2022 · 1 yr 1 mo · Lahore, Punjab, Pakistan

• Lead development, implementation and prioritization of demand generation programs and strategy, including automated nurture, drip and other marketing emails and publications, search engine optimization, search engine marketing, social media presence and website content.
• Lead a team of marketers to ensure the success and adoption of our products as they go to market.
• Together with the product team, educate both internal and external stakeholders on our product features and their benefits.
• Build and manage a rich content/editorial calendar that attracts a qualified audience to our owned properties (including blog posts, whitepapers, PRs, videos, ebooks, webinars, infographics, etc.).
• Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
• Measure and optimize the buyer journey as it relates to product feature adoption and usage.
• Forecast and present to senior management and help achieve greater marketing success.
• Match our internal content creation with external influencers who would enjoy receiving it or want to contribute themselves.
• Brainstorm new, creative approaches to working closely with the influential members of our industry, and serve as a go-to resource to the rest of the marketing team.
• Supervise organic/paid search engine performance and goal-setting based on site impressions, clickthrough rates, traffic, and conversions.
• Own brand positioning and messaging.
• Provide strategic guidance on identifying and engaging with media, analysts, and influencers.
• Provide creative direction on brand-level video, web, and graphic design projects.
• Lead a team of content strategists and producers to create regular content to be marketed via all inbound channels (social, email, blog, landing pages, etc.).
• Make data-driven decisions to move the team and our content forward and hit company goals.

Dec 2020 – Feb 2021 · 2 mos

• Develop and implement marketing plans, including promotional calendars and programs, new product introductions and other marketing projects.
• Develop and manage marketing budgets.
• Develop sales forecasting and product branding plans.
• Establish and grow a target market share.
• Conduct customer, brand and product research initiatives.
• Offer expert advice to develop innovative advertising, marketing, branding, public relations, social media, content marketing, SEO, SEM strategies and programs.
• Work with new business development team and sales teams on brand initiatives.
• Manage agency providers, consultants, freelancers and other suppliers, including contract negotiation and management.
• Demonstrate excellent communication and interpersonal skills.
• Supervise a marketing team ( email marketing, marketing automation, SEO, SEM, content marketing, social media etc.), including hiring, training, workloads, schedules and deadlines.

Jun 2020 – May 2021 · 11 mos · Massachusetts, United States · Hybrid

• Crafting strategies and plans form marketing team, including Digital, Advertising, Branding, Communications and Creatives.
• Set team strategy through analysis of historical marketing data. Preparing and managing monthly, quarterly and annual budgets for the Marketing department.
• Lead a team of marketers to drive key business metrics including leads, MQLs, SQLs and Opportunities.
• Build and manage a rich content/editorial calendar that attracts a qualified audience to our owned properties (including blog posts, whitepapers, PRs, videos, ebooks, webinars, infographics, etc.).
• Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
• Provide strategic guidance on identifying and engaging with media, analysts, and influencers.
• Provide creative direction on brand-level video, web, and graphic design projects.
• Track the efficiency of all channel marketing projects, and subsequently measure results with other marketers and sales managers. This includes tight alignment with our channel partners’ account managers internally to ensure consistency.
• Manage the strategy and setup of all paid campaigns (Google, LinkedIn, Facebook, Twitter etc.)
• Measure and optimize our marketing using vendor-specific dashboards, Google Analytics, HotJar, And Marketing automation tools MailChimp, Outreach.io and Salesforce CRM.
• Supervise organic/paid search engine performance and goal-setting based on site impressions, clickthrough rates, traffic, and conversions.
• Stay up-to-date with digital marketing trends and potential new channels and strategies to keep us ahead, including updates to social media marketing, attribution, and programmatic media buying.

Feb 2019 – Oct 2020 · 1 yr 8 mos · San Francisco Bay Area

• Develops, implements and evaluates strategic communications and yearly marketing plan, Brand management that focuses on milestones as delineated in the Strategic plan and expanded brand initiatives. Clear goals and metrics are established that addresses a variety of audiences and ensures brand recognition on multiple platforms.
• Prepare and manage monthly, quarterly and annual budgets for the Marketing department.
• Set, monitor and report on team goals and design branding, positioning and pricing strategies.
• Ensure our brand message is strong and consistent across all channels and marketing efforts (like events, email campaigns, social media, web pages and promotional material).
• Monitor competition (acquisitions, pricing changes and new products and features).
• Coordinate sales and marketing efforts to boost brand awareness.
• Supervise day-to-day marketing activities including, but not limited to, email campaign set-up, scheduling, testing, tagging, social media, blogs, PRs and deployment of one-time, recurring, triggered and dynamic content-driven campaigns.
• Develop and implement target accounts strategy to support Account-Based Marketing (ABM) & B2B strategic selling.
• Develop and implement jointly with sales pipeline generation and acceleration programs for specific, targeted accounts and contacts.
• Track lead flow to ensure the appropriate sales channels are following up on marketing in a timely manner.
• Deploy ready-to-carry-out marketing tactics and provide sales enablement on an account and industry basis using digital marketing various channels.
• Develop and maintain comprehensive account profiles and target personas; oversee a database of named contacts to align marketing and sales in defining the target audience required to achieve account goals.

Jul 2018 – Aug 2019 · 1 yr 1 mo · Remote

• Study company profile and operations to understand its marketing needs
• Conduct marketing research to identify industry trends and commercial opportunities
• Develop and implement a marketing strategy according to objectives and budget
• Prepare detailed proposals and marketing plans for clients
• Advise on branding, positioning, communications, and other marketing issues
• Give direction to marketing efforts with the most effective methods and tools
• Monitor marketing projects and analyze results

Apr 2018 – Jul 2019 · 1 yr 3 mos · Lahore, Punjab, Pakistan · Hybrid

• Worked as an independent consultant to provide marketing expertise to company's market researches, demographics, trends, sales results, and other data related to the company's products or services
• Analysed details of competitor offerings, including specifications, market share, pricing, and promotional materials
• Created detailed reports with research findings and analysis to inform marketing strategies
• Provided written documents and verbal presentations for each client of the company to guide the creation of new marketing plans and strategies
• Recommended specific marketing approaches and spending budgets to achieve the company's desired sales goals
• Helped come up with new product and service offerings to increase shares in new or existing markets
• Assisted marketing managers and directors in coming up with focused branding, positioning, and marketing tools for each product or service
• Worked within the company's budget to produce effective promotional materials and advertising opportunities using Social Media Marketing.
• Established marketing tracking methods to help each client evaluate performance over time

Mar 2017 – Feb 2019 · 1 yr 11 mos · Lahore, Pakistan

• Craft strategies for all Marketing teams, including Digital & Conventional Marketing (ATL, BTL & TTL), Advertising, Communications and Creatives.
• Provide leadership related to Marketing and Communications of business. Ensure that high-quality services are delivered effectively, efficiently and consistently.
• Developed multiple strategies and tactics of earned and owned media to heighten the recognition of the Brands (Punjab Group of Colleges, STEP, Hadaf Group of Colleges, E-Learning by PGC, STEP BY PGC, UCP's Associate Degree Programs, Allied Schools & EFA Schools). Enhance and grow brand recognition that results in a greater voice and position in the national and international academic stage.
• Oversee the communications and marketing department spending and owns the budgeting process.
• Identify a strategic set of vendor\partner\institution relationships to enhance the internal workforce, drive down commodity costs and take advantage of co-branding opportunities.
• Manage marketing campaigns and execute the production of marketing collateral in line with student acquisition strategies – including the development of print pieces, digital promotion, media buys, and social media campaigns.
• Plan, manage and create content and features on the websites of different educational brands (Punjab Group of Colleges, STEP, Hadaf Group of Colleges, UCP's Associate Degree Programs, Allied Schools & EFA Schools) in conjunction with the webmaster, as well as with internal stakeholders.
• Actively manage external vendors (TV Channels, Media Houses & Marketing Agencies) to assist in the production of digital & print assets and other content.
• Manage the social media presences (Social Media Marketing) of Punjab Group of Colleges, STEP, Hadaf Group of Colleges, UCP's Associate Degree Programs, Allied Schools & EFA Schools on Twitter, Facebook, Instagram, YouTube, LinkedIn, and other platforms in conjunction with the Offices of Admissions, Communications, and Alumni.

Mar 2017 – Apr 2018 · 1 yr 1 mo · Lahore, Pakistan · Hybrid

Jan 2016 – Mar 2017 · 1 yr 2 mos

• (Project of CureMD Healthcare)

Jul 2013 – Mar 2017 · 3 yrs 8 mos · Lahore

• Manage and build various email lists and campaigns, including the design templates, calls-to-action, and content used in the email sends.
• Segment lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc.).
• Measure results and optimize the nurture tracks for these segments to convert leads to customers.
• Work to minimize list decay and unsubscribes while increasing productivity of our email sends.
• Develop documentation and road maps for processes, A/B tests, and promotions that succeed through email.
• Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
• Optimized marketing automation and lead nurturing processes through email, content, and social channels.
• Streamline Social Media Platforms from Demand Generation and Branding Perspective (Social Media Marketing).
• Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers.
• Find new approaches to lead nurturing, including but not limited to channels like email, social media, blogging, and events.
• Manage technical aspects of key marketing systems (marketing automation, CRM, data services, and lead management processes across those systems).
• Establish and maintain scalable processes that ensure best practices in campaign and lead management.
• Create and maintain metrics reports on marketing and sales activities that detail their effectiveness and business impact.
• Monitor and maintain data quality within the marketing database.
• Implementation & wide deployment of next-gen Email & Marketing Automation tools like Pardot by Salesforce, Hubspot, ActiveCampaign, Mailchimp, imailunlimited, MailKitchen and several other email & marketing automation tools.